Authors: Monica Chaudhary
Addresses: Department of Humanities and Social Sciences, Jaypee Institute of Information Technology, A-10 Sector-62, Noida, Uttar Pradesh 201307, India
Abstract: The purpose of this paper is to examine the children's role in family decision-making in emerging economies. Using a structured questionnaire, a survey was conducted with 175 children from India. The results revealed that children across cultures have high influence over family purchase decisions. Moreover, consistent with the ranking of India as a culturally high power distance nation, Indian children had lower influence than their Turkish counterparts. The findings of the study have interesting implications for global marketing practitioners. As Indian parents are more authoritative than US and Turkish parents, marketers need to keep in mind that they do need to appeal to children as much as they may need to appeal to parents. This paper contributes to the extant literature available in the area of family's decision-making. This study holds its importance as it provides detailed and insightful comparisons between two emerging markets.
Keywords: family decision making; emerging economies; children; parents; India; Turkey; culture; family purchasing; family buying; Hofstede; family purchase decisions; child influence; marketing.
International Journal of Business and Globalisation, 2015 Vol.14 No.3, pp.310 - 320
Received: 16 Jan 2014
Accepted: 30 Aug 2014
Published online: 31 Mar 2015 *